It is the first time the radio group has had a marketing director across all its brands and divisions. Colin Dudgeon, who was marketing director of local stations, left GWR in the summer.
Prior to GWR, Cruikshank was marketing and commercial director at Asserta, Norwich Union's online property business, and deputy media director at agency Leagas Delaney.
Most recently, he has been a consultant to eBay and the London Stock Exchange.
At GWR, Cruikshank will be responsible for the group's marketing activities including on-air brands The Mix, Planet Rock, Core and The Storm, as well as marketing GWR's sales organisation Opus to advertisers and media agencies.
"GWR has already run some very imaginative campaigns and has appointed an innovative agency, Rocket. The development of digital radio is the next significant brand-building area and I look forward to bringing the new medium to listeners and advertisers," Cruikshank said.
Steve Orchard, GWR operations director, said: "Jim was the clear leader, having excellent thinking skills, experience of consumer-facing brands and a strong focus on the contribution marketing makes to corporate value."
Cruikshank takes up his post on November 3.
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